Want to rest your eyes from all of the Quakecon coverage? How about another Sony tablet ad? The first three parts of Sony’s S1 and S2 ad campaign are behind us with the conclusion of this five part series occurring in the fourth part. Frankly I do not really understand it either, but apparently the fifth ad will be a collection of the previous four making the fourth one the actual finale of a series of five. I guess that somewhat makes sense: what better way to promote the products’ collective slogan “Open Your Imagination” than blowing your mind? I say nothing.

This Two Will Passed… okay? Go play it.

The title of this video is “Together anywhere” and features an unsurprising amount of tracks for anyone who watched any or all of the preview videos. Besides metal rails, be sure to pay close attention to the setup prior to the couch station because you will drop bricks at the end of the video. This is also the first time that lyrics appear in the ads which put a very uplifting feel on the campaign. While not as metaphorical as the first two parts suggested, I believe they got their point across. Now all that is left to do is see if it will translate to sales.

So part one and part two of Sony’s “Two Will” campaign went off to advertise the upcoming launch of the S1 and S2 Honeycomb tablets over the last couple months with promise of three more on the way. Recently Sony made good on that promise and posted the third last “Two Will” video to Youtube and this one was substantially different from the ones before it. Titled “Filled with fun”, this one has much less of a dark and bleak atmosphere trading the harsh shadowing with light and color.

I don't think it's legal to romance a tablet; well, maybe in Japan.

While rails still play an important role, there is much less emphasis on impressing you with perfectly timed plungers pressing the touchscreen as it zips past. Instead, “Filled with fun” passed by various stations which symbolize the various roles of the tablet: music, movie consumption, literature consumption, and games. There is also a strong emphasis on portability and love in the themes of each of their videos.

Why do you think Sony keeps referencing love in these videos? What is the significance of the couch just before the domino “to be continued”? (Registration not required to comment.)

It was just under a month ago when we reported on Sony’s “Two Will” campaign to promote their pair of upcoming Android Honeycomb tablets. The first video was part of a promised five-part series which started with a Rube Goldberg-esque machine casting shadows which either spell stuff or look like they are part of a city for Echochrome 2 people. It was unclear whether the next videos would have entirely different themes or if they would continue down that aesthetic. Now that the second video is released it appears like rails are here to stay.

Barely hanging on the tail of a big cat. Nice metaphor -- but not iOS’ naming scheme.

(nor flattering for an ad)

This time around, Sony opens with a colorful fountain, a typing plunger device, and a jingle that is so familiar I have been racking my brain over it for hours trying to figure out where I heard it before expecting it to be some grand clue. There seems to be a lot of hidden metaphor in this ad campaign, much like what was seen in the Jerry Seinfeld and Bill Gates ads that were pulled because they were panned by critics who could not see where they were headed thus making us all unsure of where they were actually headed because the rest is left unaired. Hopefully Sony will make it through all five of their episodes and we can find out exactly what Sony is trying to make us think about.

What do you think? Best ad ever or has Sony lost their marbles? See more metaphors?

We are going to see quite a few Android-based tablets come out in the next few months as the flood gates open for tablet creators. We have been reporting on strong rumors have been pointing to Amazon stepping in the tablet space to extend their Kindle portfolio this fall. Amazon is generally very successful when they decide to step in the market, yet that did not deter Sony from preparing to dive in to the tablet space as well. Sony are preparing to launch a 9-inch tablet and a dual screen 5.5-inch tablet in the autumn and to build hype they have released a video ad campaign to build hype for that event.

This “Two Will” Pass

As you can tell from watching the video, it says little about the product except that they slide really quickly, absolutely love someone, cast ominous shadows, and can kill action figures with lightbulb mind bullets. Sony did mention that this is just the first episode of five so it is possible that their later videos may be more informative. However, if you just want to see what an Echochrome 2-esque city has to do with Android tablet then be sure to watch the next four commercials.